Changhong’s new national sales manager talks brand promotion

By Keri Algar

SYDNEY, NSW: Paul Lum has replaced industry veteran Mike Cacciola as Changhong’s national sales manager. spoke with Lum to find out what the company’s 2011 strategy is.

Lum, who previously worked for Changhong as the New South Wales sales manager for three years, told the focus for 2011 was on creating brand awareness not only with retailers, but with consumers. And plasma TV is integral to the approach.

He said that Changhong is one of only four companies to manufacture plasma panels, and the only Chinese company to do so, and that they want to get this message across to the consumer.

To do this, Changhong has taken advertising space on billboards including one at Sydney airport, as well as Victorian trams and in the future it hopes to extend the advertising campaign to trains in other states. Changhong has also established an alliance with Australia’s well known charitable group, the Starlight Foundation.

In an effort to negate the public’s perception of cheap Chinese products, Lum is quick to point out the company has over 52 years of electrical experience and is the number one brand in China for consumer electronics.

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